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    題名: 影響理財專員保險業績之因素探討
    其他題名: A study on financial advisors' performance of insurance
    作者: 藍永芳;Lan, Yung-Fang
    貢獻者: 淡江大學保險學系保險經營碩士在職專班
    關鍵詞: 理財專員;銀行保險;激勵活動;人格特質;financial consultant;Bancassurance;Motivation;Personality Trait
    日期: 2012
    上傳時間: 2013-04-13 10:58:08 (UTC+8)
    摘要: 隨著全球經濟發展與社會型態轉變,台灣壽險業行銷通路出現了多元行銷通路;初期保險公司以自家的業務部隊及傳統保經代通路為主,隨著金融知訊發達及消費者知識水平的提昇,消費者對保險商品接受度越來越高,使得銀行保險通路快速發展;在去年度新契約保費收入中,銀行通路占比首度超過50%達到57.1%,顯示銀行通路對壽險業未來將扮演舉足輕重角色。
    With the global economic development and changing social structures, there are now multiple marketing channels for the Taiwanese insurance sales; startup insurance companies rely on their in house sales team and traditional Insurance Agent to make their sales. Consumers are more likely to accept insurance products as financial information becomes more easily accessible and consumer’s understanding of the industry grows; this results in rapid growth of banks’ insurance sales. Of the premium income from new insurance policies last year, the income from bank channels has reached 57.1% of all channels, exceeding 50% for the first time, largely surpassing that of insurance agents. This new record also indicates that banks will play a major role in the insurance industry.
    The data in this study was collected from financial consultants of C-bank. In this study,260 questionnaires were sent out, and a total of 225 effective questionnaires were returned, a return rate of 86.54%。
    According to data analysis, the following findings are concluded in this study:

    1. Different Motivation Activities have significant impact on the sales of insurance products.
    2. Different personality traits have significant impact on the sales of insurance products.
    3. Different personality traits has significant impact on the effectiveness of motivation activities
    4. Different demographic variables, co-marketing training and after-sales service will vary significantly due to "age", "education level" and "bank working capital".
    5. Different personality traits will have significant impact on co-marketing training and after-sales service.
    顯示於類別:[保險學系暨研究所] 學位論文


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